Cybersecurity has shifted from being an IT concern to a boardroom priority. As threats grow more sophisticated, data breaches are no longer isolated events. They are complex, often prolonged, and increasingly difficult to detect and contain. A company’s ability to respond, recover, and communicate clearly during a crisis directly impacts users’ trust. According to a study, 76% of consumers say a company’s reputation for data protection influences their buying decisions. For cybersecurity companies, a refined brand presence that demonstrates readiness and reliability in the face of evolving threats is not optional. It is essential. This is where PR for cybersecurity companies becomes a critical driver of visibility, credibility, and long-term influence.
A digitally driven market is no longer driven by simply innovative solutions, your brand visibility and perception play an equal part in an organization’s success. That’s where PR for cybersecurity companies plays a critical role. A clear and sustained PR strategy supports cybersecurity brand positioning, grows IT thought leadership, earns media coverage for IT, and builds long-term cybersecurity industry influence.
Why PR Matters for Cybersecurity Companies
Cybersecurity firms sell protection, but what they really trade in is trust. And trust is shaped by visibility, credibility, and consistency. A study found that 63% of B2B buyers trust earned media more than any other form of content. That means your presence in respected publications and expert interviews carries more weight than paid advertising.
Without visibility, even the most technically sound companies risk being overlooked. The right PR for cybersecurity companies helps fill that gap by making their expertise visible to decision-makers, analysts, and potential customers.
Building a Clear Brand Positioning Through PR
Cybersecurity brand positioning is not about buzzwords. It’s about focus. PR helps a company articulate what it does best and make that positioning visible across interviews, contributed articles, and press briefings.
For instance, CrowdStrike consistently positions itself as a leader in endpoint protection and incident response. Through annual threat reports, timely media commentary, and regular analyst briefings, it reinforces a sharp and consistent narrative. This clarity helps the brand stand apart, even as new competitors enter the space.
Effective PR ensures that your company isn’t simply “a security provider.” It becomes the security provider known for a specific approach, product strength, or category leadership.
Using Thought Leadership to Gain Industry Influence
The companies shaping the cybersecurity conversation are the ones publishing insights, not just products. IT thought leadership allows companies to shift from being vendors to being trusted advisors.
There are multiple ways to approach this:
- Bylined articles on emerging attack vectors
- Executive commentary in industry roundups
- Webinar series or podcasts that analyze current threats
- Data-driven reports that inform both media and enterprise buyers
A report found that 65% of buyers say thought leadership significantly influenced their perception of a company’s capabilities.
Look at how Palo Alto Networks publishes regular research and security bulletins that are picked up across business and IT media. This kind of outreach positions them as a go-to expert in the space, not just when they have a product launch but throughout the year.
For companies that are still growing, even regular blog posts, active LinkedIn commentary, and participation in online panels can gradually build visibility and cybersecurity industry influence.
Targeting the Right Media to Build Visibility
Not all press is equally valuable. The right media coverage for IT helps build third-party credibility, particularly with decision-makers. According to a Nielsen study, 89% of people trust recommendations from people they know, highlighting the importance of earned media and word-of-mouth in shaping consumer perceptions.
This is where targeted media relations matter. Getting featured in credible cybersecurity online forums and panels like Dark Reading, CSO Online, or TechCrunch gives your company visibility among a technically aware audience. Meanwhile, placements in Forbes Tech or Bloomberg Tech support broader executive awareness and investor confidence.
The best PR efforts don’t rely on blasting out news releases. Instead, they build relationships with journalists, offer timely insights, and tailor pitches that align with current news cycles. That could mean offering commentary on a recent ransomware attack or sharing insights from your team on the implications of new data privacy laws.
Managing Visibility During Crisis and Calm
Companies that are only visible when something goes wrong miss an opportunity. PR for cybersecurity companies isn’t just about reacting. It’s about maintaining a steady presence.
A study noted that 62% of consumers believe companies that communicate transparently after a breach are more trustworthy than those that stay silent.
The goal is to prepare during calm periods so that when an incident does happen, your response feels informed and credible, not reactive. This includes:
- Having designated spokespeople and prepared statements
- Creating a communications protocol
- Proactively engaging media to share your perspective when industry-wide incidents occur
Okta’s response to its 2022 breach serves as an example of how an established communication approach can help mitigate reputational damage. Their ability to provide updates quickly and consistently, supported by years of proactive PR, helped keep stakeholders informed and minimized panic.
How Gutenberg Helps Cybersecurity Companies Strengthen PR
At Gutenberg, we specialize in PR strategy for enterprise tech and cybersecurity companies. Our approach is built around making sure your brand is visible, credible, and aligned with your business priorities.
Here’s what sets our work apart:
- Clear Messaging: We help define what your brand stands for and communicate that across every channel
- IT-Focused Media Outreach: We connect your expertise to relevant media outlets covering security, infrastructure, and enterprise technology
- Thought Leadership Planning: From ghostwritten bylines to media commentary, we help position your executives as industry voices
- Global Execution: Whether your audience is in the US, Europe, or Asia, we coordinate region-specific campaigns with consistent messaging
For cybersecurity companies, trust is business-critical. Our goal is to support your brand’s visibility in a way that builds that trust over time, while connecting it directly to your growth strategy.
Measuring PR Success in Cybersecurity
Great PR should lead to more than just media hits. For cybersecurity companies, success means greater visibility, deeper trust, and measurable outcomes. Some of the most important metrics include:
- Share of Voice: How your media presence compares to competitors
- Quality of Media Coverage: Not just where you’re mentioned, but how
- Spokesperson Visibility: Frequency of executive quotes or bylines
- Analyst Mentions: Inclusion in market research reports and evaluations
- Message Consistency: Are your brand values reflected accurately across platforms?
In a field where one misstep can set back years of progress, consistent PR helps shape how the market sees you before you’re ever in a crisis.
Final Thoughts
PR for cybersecurity companies isn’t just about managing risk. It’s about building relevance. When done right, it turns technical expertise into public trust and brand awareness into business opportunity.
Whether you’re working to clarify your cybersecurity brand positioning, increase media coverage for IT, or grow IT thought leadership, a well-planned PR strategy is key to long-term cybersecurity industry influence.
In a field where everyone is offering protection, PR is what makes you known for it.
